Analyse how the 4Cs marketing approach is different to the 4Ps marketing approach.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2018). The mark or mark type is shown in brackets.

1. [7-8] Good analysis of the difference between the 4Cs model and the 4Ps marketing model
2. [5-6] Some analysis of the difference between the 4Cs model and the 4Ps marketing model
3. [3-4] Some explanation / application of the 4Cs marketing model and the 4Ps marketing model
4. [1-2] Understanding of the 4Cs or 4Ps marketing model(s)
5. [0] No creditable content
6. [8] NOTE: Many candidates may simply but effectively analyse the component parts of both the 4P's and the 4C's and recognise that they differ i.e. one has a focus on the customer and the other a focus on the product. This approach is acceptable and can achieve Level 3 or 4 with the mark depending on there being analysis and on the quality of that analysis.
7. [8] The suggestion is that the two models can be combined – Product and Customer, Price and Cost, Promotion and Communication, and Place and Convenience.
8. [8] Are they not the two sides of the same coin? You need to consider both sides of the marketing mix to maximise possibility of marketing success.
9. [8] Both marketing models seek to identify and analyse the key decisions that need to be taken for the effective marketing of a product/service.
10. [8] Distinction between product /price/promotion/place and customer solution/cost to customer/communication with customer/convenience to customer.
11. [8] 4Cs developed as some see the 4Ps as being too much focused on the business and its product / service rather than on the ultimate user – the consumer.
12. [8] The 4Cs is an alternative view of the key elements of successful marketing.
13. [8] The 4Cs put the customer first in marketing decisions and is a key feature of customer relationship management.
14. [8] The suggestion is that the 4Ps is outdated, it is too product-orientated and is a risk to your businesses – a customer-orientated approach is said to be a better basis for an effective marketing strategy.
15. [9-12] Effective evaluation of how a house construction business could improve its customer relations
16. [7-8] Limited evaluation of how a house construction business could improve its customer relations
17. [3-6] Analysis and some application of how a business could improve its customer relations
18. [1-2] Understanding of customer relations / house construction business
19. [0] No creditable content
20. [12] Some candidates may start by referring to the importance of customer relations.
21. [12] Good customer relations is said to be concerned with meeting and exceeding customer needs. It is much less expensive and much more profitable to retain existing customers than to acquire new ones.
22. [12] Generic suggestions to improve customer relations could include: - Have better and well-trained staff that responds to customers' needs effectively and promptly. - Develop good customer service standards. - Take responsibility for problems / complaints. - Be accessible to customers. - Invite and respond to customer feedback.
23. [12] Specific customer relations improvements for a house-building business could include: - Higher quality build specifications. - Realistic completion dates for new build. - More involvement of customers with the final product design and possibly with the builders and architects. - Good after-sales service. - Longer guarantees of work standard.
24. [12] Evaluative comments could discuss the importance of customer relations in any business and in a house construction business and the potential costs/benefits resulting from good public relations. Could also comment on what could happen in a business if customer relations are poor and are not improving.